How CeraVe built a $2B brand by blending education and entertainment
Briefly

CeraVe, established in 2005 and acquired by L'Oréal in 2017, has become a $2 billion skincare brand, often recognized as the favorite by dermatologists. The introduction of a goat mascot, Sarah V, reflects its marketing strategy that combines humor with solid product credibility. Engaging a loyal fan base, including influencers, the brand has successfully leveraged social media for amplification. Campaigns, such as a Super Bowl ad starring Michael Cera, promote its mission to make dermatology accessible, using entertainment to communicate educational messages effectively.
CeraVe's creative renaissance kicked off at last year's Super Bowl with a comedic spot starring Michael Cera that used earned media to amplify the ad beyond the big game.
The brand purpose is really to make dermatology accessible to all. We started working with derms to give advice and to give education to consumers online.
Read at Marketing Dive
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